Lawson opens Shanghai Naruto stores

SHANGHAI – Convenience store chain Lawson Inc. opened five outlets revamped with motifs based on the popular cartoon series “Naruto Shippuden” in Shanghai on Sunday.

This is the third time Lawson has opened anime-themed outlets in Shanghai. The other stores were designed with “Ultra Heroes” and “Detective Conan” themes.

The Naruto-themed outlets will last until Sept. 30.

Lawson will run an advertising campaign in alliance with Chinese video site Tudou, the official Naruto distributor in China. Shanghai Hualian Lawson Co. President Motonobu Miyake said the tie-up with Tudou is designed drum up more business.

At an opening ceremony at a Naruto-themed outlet in Waitan, a key tourist spot, about 10 local fans dressed up as Naruto characters gathered for the celebration in response to calls issue via Weibo, China’s version of Twitter.

Miyake announced Lawson’s plan to finally open its first outlet in Beijing in early August, after making inroads into the four major cities of Shanghai, Hangzhou, Chongqing and Dalian.

Currently, Lawson has about 390 outlets in China. Miyake said the company will maintain its goal of opening 10,000 outlets there by 2020.